Department of Humanities and Social Sciences

Permanent URI for this collectionhttp://localhost:4000/handle/123456789/1926

Browse

Now showing 1 - 18 of 18

Advertising for Amul Butter: Can a Classic Campaign Sustain Forever?
(SSRN, 2021-04) Chouhan, Gajendra Singh
Almost everyone in India grows up watching Amul butter girl, one of the loveliest and adorable advertising mascots that has become an ultimate breakfast brand. Of all the advertising brands, Amul butter and its girl remains ever fresh and lasting in our memories since its inception. Amul butter advertising campaign is known for its topicality and there is nothing that has not been touched by this campaign along with the Amul girl. As a part of its advertising strategy, Amul butter is incredible for its long-lasting impact on viewer’s mind, as it takes up any current or controversial issue that is making headlines in the media and turns into a beautiful, hilarious selling point. The campaign with its undiluted messaging style not only nudges the consumers’ preferences, values, and lifestyles but also echoes the sentiments of a nation.
Advertising Language: The Psychology behind the Advertising Messages
(LANGUAGE IN INDIA, 2021-07) Chouhan, Gajendra Singh
Advertising helps in selling. It helps in selling through the art and business of persuasive communication. With emphatic use of language, the copywriter draws catchy and memorable lines and makes his selling ideas clear before the buyers. Advertising makes a psychological impact on the consumers and so invites them to buy a product. Being loaded with psychological overtone, the language of advertising messages is subtle and mesmerising. A dusky woman will buy a tube of imported fairness cream at high price because the advertisement assures her great career and perfect marriage with instant loveliness. So, it is the psychological make up of the advertisement that makes us think that when we buy Maruti, we buy prestige; when we buy Chawanprash, we buy health and longevity. In this paper, an attempt has been made to understand the psychological implications that govern the consumer’s behaviour to buy a product. The psychological variables play an important part in planning advertising strategies and consequently advertising message to sell a product. Companies that want to understand how consumers think and make decisions about products conduct sophisticated consumer’s behaviour research, to identify their consumers, why they buy, what they buy and how they buy. This information greatly benefits the advertising agencies in selecting media as well as writing copy that would appeal to the particular segment. So advertising is a skillful art of convincing the buyers that the use of a particular cream, soap, oil and shampoo can change their way of life. With Zandu Chawanprash, an old man of 60 years can be rejuvenated as a young man bursting with energy and confidence. A dusky girl vying for air hostess job, a sensuous young model flaunting mobile phone around her neck, a handsome executive desirous of having new luxury car are all the different facets of advertising. They all want to communicate, to persuade, to influence, to lead to some action. That’s why, sometimes, the message is so strong that we buy a product which is not of immediate use to us.
Advertising Through Face Book: Reach And Impact On Youth
(Spark, 2021-06) Chouhan, Gajendra Singh
Advertising is everywhere so the Facebook. It has a massive reach across the globe with more than 1 billion users and 1 million advertisers1 offer it the most enviable position in the digital world. The Digital advertising is catchy and ubiquitous and equally doing great in transforming the small brands and services into the big leagues of brand world. More and more consumers, specially the youth, are migrating towards Digital media. Today, the young people heavily depends on this media, right from email to instant messaging to social networks to gaming, music and videos- they conduct themselves through this media. It is the incredible reach that makes Facebook a most sought after advertising medium as it provides a ‘never before opportunity’ to the marketers to tap the people they are eagerly looking for – the young and tech savvy high spenders. A striking reason to make this media as their favourite choice is that it is free, easy and fast. The paper attempts to study the perception of youngsters about Facebook advertising, how they find it and what they like or dislike about its advertising strategies. This paper is an outcome of a study oriented project that also highlights that as the young consumers continue to dwell on facebooking whether online, mobiles or connected TV, so the advertisers are also flocking to catch them there. Interestingly the papers also suggest some measures with its limited data base to improve the Facebook advertising so that more business sense and better revenue can be generated.
Advertising through Social Media Networks: Let’s Catch up with the Internet Audience.
(IJRCM, 2011-04) Chouhan, Gajendra Singh
Advertisers are always looking out for new ways of advertising to push their products and services in the markets. Advertising is one such activity that thrives on newness of presentation techniques and uniqueness of saleable ideas. Advertising industry, in general, claims to be ever changing, innovative, creative and technology driven in its approach. The Internet has added a new dimension to the existing media of advertising by opening up the world of social media networks and its millions of users. There is so much buzz about social media in today's world. From Facebook to MySpace to Orkut, and our very own desi versions such as Ibibo, Yaari and Minglebox, suddenly all Internet users seem like one big family. The Internet world is vibrant and the ultimate transformation that is taking place is within business landscape, worldwide where companies are beginning to leverage informal social networks to engage people, mollify customers, strengthen their brands and even hire people. The paper manly talks about the social media as strong advertising component, how does it work, what are the genres it offers, the marketing potential of social media, and some of the success stories from Indian markets. It further explores that the large number base of users would make social media an easy, favourable and cost-efficient choice of advertisers in the days to come. Although many companies are experimenting with the medium through Facebook, Orkut, You Tube and other applications, a lot needs to be done to achieve significant results
Advertising: Planning and Implementation
(PHI, 2021) Sharma, Sangeeta
Advertising has today become an indispensable marketing tool of the corporate world. The advent of the Internet, e-commerce, desktop publishing and computer-aided designing has revolutionized the advertising world. This book provides an in-depth coverage of the concepts related to advertising, media planning and creativity in advertising. Divided into five parts, the text covers all the important aspects of advertising, including the changing face of the advertising world, web advertising and the concept of Integrated Marketing Communications (IMC). It describes, in detail, how to develop and execute an effective advertising campaign by understanding consumers' mind and conducting advertising and media research. It enables the reader to assess, review and modify an advertising campaign or a media plan.
Culture in advertising: model for Indian markets
(Taylor & Francis, 2020-08) Sharma, Sangeeta
Advertising is omnipresent and cannot be ignored. The advertisers intertwine the cultural practices prevalent in the country to make a lasting impact on the viewers. The culture of the nation has a deep impact on the psychology of the individuals and therefore can increase the recall value. India is extremely rich in culture and heritage; thus, the advertisers get opportunities to project cultural values in different ways. One such way is to use emotional appeals in the advertisements so as to reach the heart of the target audience. There are deluge of advertisements targeting young consumers which reflect Indian culture. The study attempts to develop a model for depiction of culture in the advertisements taking into account the rituals, clothing, language, jingoism, festivity, religion etc. The analysis of 200 print advertisements is done to identify significant cultural values that are transmitted to consumers. A model is proposed by using exploratory factor analysis and confirmatory factor analysis and then impact on recall value is determined.
Effectiveness of Advertising Viewability in Digital Ecosystem: How to Get the Best Out of the Money We Invest
(Bloomsbury India, 2019) Chouhan, Gajendra Singh
Impact of Creativity in Advertising on Customer's Recall Value
(Taylor & Francis, 2022) Sharma, Sangeeta
Globalization has substantially bolstered international competition, requiring marketers to come out with innovative strategies in designing the advertisements. If the advertisement is brimming with creativity, it can create indelible impact on the mind of the viewers. There are different techniques used by advertisers to break the clutter, thus making the advertisement conspicuous. Through this chapter, an attempt is made to study the parameters which are included in creative advertisements such as fluency, flexibility, emotional connect, and linking unrelated details. The study also presents the parameters in form of a model using exploratory and confirmatory factor analysis and utilizes structural equation modeling statistical techniques to unravel the role of creative parameters on recall value. The study finds that creativity leads to an increase in unaided recall value of the advertisements, hence providing advertisers a tool in their arsenal to design creative advertisements, in turn, increasing the recall value.
Language Change and Advertising Communication: Footloose and Fancy Free
(Bhhadal Tech Publications, 2013-06) Chouhan, Gajendra Singh
Advertising is a very serious business but the language it employs is very playful and creative to communicate its meaning. The degree, to which the language is experimented in advertising communication, has largely been a question of prevailing social and economic forces. Advertising punchlines transcend the purity of linguistic expression and reflects the impressions of new media and new consumers. It is easy enough to understand that languages must undergo changes in their structures because of cultural modifications and word borrowing from the outside world. But hardly do we realize how extensive these linguistic changes can be in advertising media. In this paper, I review some of the topical advertisements in relation to language change. Many saleable print advertisements are reviewed and instances of language change are identified, categorized, and explained. It is based on the observations of selected advertisements where the language change phenomenon is predominant and how it further influences the common word choice. Language change is an ongoing and inevitable process but what we see in advertisements is more unnatural and forceful practice to invent something ‘distinct’ and ‘bizarre’ to capture the eyeballs. The results have shown that as long as the linguistic playfulness fetches money, the advertisers won't hesitate to bend the rules of the game and create a new lingo for their brands' publicity.
Language Media and Society : Essence of Advertising Communication
(Rawat Publicaiton, 2010) Chouhan, Gajendra Singh
In modern language communication, advertising is one of the most striking to arouse strong feelings. Language empowers the advertising message. This book - based on research in India - takes interest in the subtleties of advertising communication and unravels the different intricacies of hidden messages. No matter how innocent an advertisement may appear, profound meaning and messages are continuously played out. To reinforce Chomsky's thesis, "while the surface structure is identical in all interpretations, the deep structure is not." Language, Media & Society takes an approach based on communication perspectives, starting from a wide variety of analytical frameworks, such as social theory or mindset. Advertising is not just a vigorous marketing module, but also an integral element of modern society and cultures. Its enchanting power recycles cultural models and practices through the multiple media exposure. The book digs up layers of linguistic marvels on the syntactical, psychologic In modern language communication, advertising is one of the most striking to arouse strong feelings. Language empowers the advertising message. This book - based on research in India - takes interest in the subtleties of advertising communication and unravels the different intricacies of hidden messages. No matter how innocent an advertisement may appear, profound meaning and messages are continuously played out. To reinforce Chomsky's thesis, "while the surface structure is identical in all interpretations, the deep structure is not." Language, Media & Society takes an approach based on communication perspectives, starting from a wide variety of analytical frameworks, such as social theory or mindset. Advertising is not just a vigorous marketing module, but also an integral element of modern society and cultures. Its enchanting power recycles cultural models and practices through the multiple media exposure. The book digs up layers of linguistic marvels on the syntactical, psychological, semantic, and semiotic levels of the advertising message. It also delves into the sociolinguistic setting of Arunachal Pradesh, power of code mixing in advertising, and the sexist language of advertising.
No Kidding, All Business: Children, Advertising and Society
(Indian Journal of Youth Affairs, 2008) Chouhan, Gajendra Singh
Ours is an ancient nation with traditional values. We have been groomed on the staple diet of “Boond Boond Se Sagar Bharta.” Till 15-20 years ago, children were not expected as potential consumers. How to save money was the mandatory lesson to be learnt by every kid in Indian families. After the school hours, they were after grandma to tell them a story or they went to nearby park to pluck mangoes or catch a butterfly. Children hardly received any pocket money. If they had money, it was for saving, not for spending. They would always save up for a cricket bat, football, annual picnic or school fee. But now the kids are no more the same. In fact, children rule the world of brand marketing. They have not only changed but have also had a profound effect on the way we buy, shop and live. They don’t play with their siblings and cousins but they enjoy computer games, watch Cartoon Network and do surfing. And the change is not restricted to play alone. Changes seem to have taken place in all their activities they are involved in.They avoid wearing shirts, jeans or sneakers but are proudly after branded wears like Arrows, Levis, Nikes and Reeboks. They don’t eat penny candy, drink nimbu pani or relish Sattu, rather they slurp Pepsi and Coke, eat Lays, McDonalds, Nestles and Cadburys. Children understand market well and they go to Big Bazars, Shopper’s stops, Gaps and Benettons.The paper represents the existing advertising practices and reflects the common concern that marketing communications in the context of children need to be both sensitive and responsible towards children, families and of course, society.
Role Portrayal of Women in Advertising: An Empirical Study
(Bepress, 2021-09) Sharma, Sangeeta
One of the sensitive areas in the world of advertising and marketing is the portrayal of women. Women are an indispensable part of Indian society as they constitute half of the population and play critical roles. However, the depiction of women as sex symbols, objects of desire, and as having subservient behaviours has presented a great concern to feminist scholars, activists, and researchers. The objective of this research paper is to study how women’s role portrayal impacts consumers’ willingness to buy and to identify the difference in views of Indian men and women when it comes to the stereotypical role portrayal of women in advertisements. The study uses MANOVA statistics to identify whether significant differences exist between the men and women when it comes to willingness to buy. Exploratory and confirmatory factor analysis are used to identify the latent variables. The impact on purchase intent is determined by validating the proposed hypotheses through structural equational modelling statistics.
Sex in Advertisements: The Magic Mantra of Marketing
(Excel Books, 2007) Chouhan, Gajendra Singh
Sex sells. More so, if the brand is associated with a woman. Sex is a big word in advertising. It is okay with other nations, but in India, people still shrink from it publicly. Most of the MNCs and their products ride on it to land safely in the global market. Does it sound good with the Indian products and the image of India? Can’t our products survive without sex and female nudity? Our nation, India is a potential global market player and also a country with a rich ancient heritage. It would be a rational marketing strategy where we unite our present and past and forges a new relationship with our buyers that is based on trust and understanding, a strong bond that is free from sex, greed and envy. This paper illustrates how our desi markets are flooded with sexual slogans and sensuous images to compete with the other global products. It further endorses that an effective communication strategy doesn’t necessarily rely on extreme sexism.
Sexist Communication in Advertisements: It’s Not Fair Honey!
(Aadi Publications, 2021-06) Chouhan, Gajendra Singh
Money makes the mare go. Similarly market makes the language dance to its tune. Deepika Padukone sells coffee by belly-dancing. John Abraham sells almost everything with his shirt off. Mangoes as sex aids and deodorants turning women into nymphomaniacs – advertising in India seems unable to think beyond Sex to Sell (Rajan 2013). Commercials from the 1950s are jaw-dropping in their prejudice. Some of the decade's slogans - 'keep up with the house while you keep down your weight’ or a leather shoe is pictured beside an undressed female model, with the words 'Keep her where she belongs' or a promotional poster for Kellogg's Pep cereal suggests that 'A harder a wife works, the cuter she looks' - are peep-holes into an era when women's roles were confined to the corridor between the bedroom and the kitchen (Thompson 2013).The above advertising slogans of yesteryear reveal how sexist and inappropriate language was once widespread in advertising but several generations from now the dilemma remained unresolved when we observe today the way the language is being used in context of women in the advertising media. In particular, language and gender are sensitive issues that remain widely controversial in the domain of advertising. The paper discusses the sexist language employed in advertisements and the compulsion of marketers to showcase the visual images and verbal messages that demean the female species but captures the eyeball. The author finds that sexist communication is planned and strategic and illustrates further the way it influences the social, cultural and economic position of women in society.
Social Media Advertising and Public Awareness: Touching the LGBT Chord!
(Journal of International Women’s Studies,, 2016) Chouhan, Gajendra Singh; Shukla, Tanu
Advertising is a form of persuasive communication with an audience. It is a promotional tool that helps in selling new ideas, products, and services through print, electronic and digital media. Advertising as one of the most influential components of mass communication is also strongly associated with social issues. In recent times, social media has acquired massive influence, providing an attractive and universal platform to every domain of businesses. Social Media has become an instrument to accelerate the process of change where it promotes social awareness and advertising in the society. As advertising mirrors the society, it strongly captures the changing social mores and reflects them through various media. Currently, we see social issues like pollution, corruption, feticide, single parenting, and LGBT equality reverberate in social media. Under the existing circumstances, communicating social messages through advertising makes the brand more purposeful, memorable and emotional for consumers. This study examines the effects of social media on consumers with respect to an advertising campaign by Myntra, one of the India’s leading e-commerce fashion platforms. The advertising touched the LGBT chord, emphasizing how the modern Indian woman can voice herself, create her identity and have her own space in the society. The digital campaign titled ‘Bold Is Beautiful’ was launched to promote Myntra’s apparel brand Anouk with three woman-centric issues around which the society is not very comfortable–homosexuality, single-parenting and the joy of staying single. This article focuses on research around an advertisement highlighting homosexuality, titled ‘the visit’. According to the survey, the brands perceive making such advertisements a necessary step towards maintaining a healthy public image. A survey was distributed to management students of a premier educational institution, pursuing their Masters of Business Administration (MBA). The results indicated that a majority agreed that if these issues were addressed more openly, then it would create a sense of boldness and power among the LGBT community. They believe that advertisements portraying social issues should expand beyond typical advertisements of products to promote social change in the mindset of society towards these issues, in order to eradicate narrow-minded thought processes. The advertisements contribute toward achieving freedom of sexuality in society.
Understanding the Impact of Advertising on Children and Redefining the Laws of Living in India
(2009) Lata, Pushp
The objective of this paper is to explore the harmful effects of advertising on children’s mental and physical health. The study includes the analysis and the impact of various advertisements, which appear on television screen in India. It also discusses at length how parents can help their children make better use of media by educating them regarding the susceptibilities of advertisement.
Unfair Promotion of Whitening Creams: Is Beauty No More Skic
(Media Watch, 2021-06) Chouhan, Gajendra Singh
Fairness industry is a multi-billion business endorsing the notion that being ‘fair’ is beautiful and being ‘dusky’ is always risky. This article explores how the advertising of fairness cream belittles the existence of women in India. Focusing on the promotion of whitening brands as a case study, the authors bring out the contradictions and unverifiable assertions in the marketing philosophy of beauty, the social obsession, the aspirations of young men and women, the Bollywood glamour, and the darker side of fairness. It is appalling to see the reckless promotional campaigns even when the tons of whitening tubes cannot change what is genetically determined by the amount of melanin in the skin. Such advertising campaigns of whitening creams and their strategies rob not only the consumers of their self-esteem but also infuse a false sense of inferiority and guilt. The article seeks to understand the marketing campaigns of whitening creams and suggests that their advertising appeals can be altered to salvage the image of Indian women whose survival is not just confined to the skin tone. It further urges the Advertising Standards Council of India (ASCI)1 to have stringent guidelines to check the representation of stereotypical assumptions of women and their social status in advertisements.
Women Empowerment Through Advertising
(EJSS, 2019-07) Sharma, Sangeeta
The word empowerment is overused and misinterpreted. Women always aspire to have her freedom of expression and equality. There is no attempt to prove her superior to men but to stand on equal pedestal and have equal opportunity to prove her mettle. There are a lot of initiatives taken by the government to take care of women’s safety and security; however there remain a hiatus in the implementation of policies. The media plays a significant role in empowering the women through cinema, drama or advertising. Advertising creates an indelible impact because of its basic purpose to lure the customer. Advertising has a great potential to change the mind set of people as it has immense creativity in its execution. In the last few years ad agencies have tapped the area to empower women by coming up with engrossing ad campaigns- be it the Unisex washing machine by Llyod, Havells, Biba, etc. This paper attempts to find the ways in which these advertisements have created an impact on women and society at large. The analysis of the women centric advertisement and femvertising will enable to see the projection of women in future.